The Structured Data Toolbox for SEOs #SMXEast

#structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti
THE STRUCTURED DATA
TOOLBOX FOR SEOS

Structured data
provide a
mechanism to
inform search
engines about the
meaning of your
Web content…

#structureddata at #smxeast by @aleyda from @orainti
Google, Bing and
Yandex use
schema.org
vocabulary for
structured data that
can be used with
many encodings:
RDFa, Microdata
and JSON-LD
https://schema.org/docs/schemas.html

JSON-LD is the recommended format by Google,  
that can facilitate implementation as well
https://developers.google.com/search/docs/guides/intro-structured-data

JSON-LD is also
supported by
Bing too
https://blogs.bing.com/webmaster/august-2018/Introducing-JSON-LD-Support-in-Bing-Webmaster-Tools

#structureddata at #smxeast by @aleyda from @oraintihttps://yandex.com/support/webmaster/schema-org/intro-schema-org.html
However,
Yandex has only
officially
confirmed their
support of
microdata until
now

Structured Data
usage is not a ranking
factor, but powers
search engines to
enhance search results
for a better
experience, like
Google does with rich
results …

… which can also
improve users
perception and
engagement  
with pages in
search results…

… and now it’s
also used by the  
Google assistant
to generate
actions too
https://developers.google.com/assistant/content/overview

It’s an SEO win-win!

Nonetheless, is
common to generate
errors when
implementing them,
that can waste
technical SEO effort
and resources…

… and even
triggering manual
actions when using
them without
following Google’s
quality guidelines

In those cases,
JSON-LD can
become a
nightmare!

For real

The best way I've found to maximize results while
minimizing errors is following an implementation process..
IDENTIFY
IMPLEMENT
VALIDATE
MONITOR STRUCTURED
DATA

…while using a few tools to facilitate it all,  
which I‘ll share with you today!
IDENTIFY
IMPLEMENT
VALIDATE
MONITOR STRUCTURED
DATA

IDENTIFY

Although Search engines use schema.org, we should rely
on their own guidelines, as requirements might differ
https://developers.google.com/search/docs/guides/intro-structured-data

#structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/guides/search-gallery
Check directly with
each search engine
own supported
structured data list, -
like the Google
Search Gallery- to
identify
opportunities to use
with your Web
content

It's important to
be aware that
the supported
structured data
and their related
snippets are
always changing!

#structureddata at #smxeast by @aleyda from @oraintihttps://webmasters.googleblog.com/2019/09/making-review-rich-results-more-helpful.html
Like the “self-serving” LocalBusiness and Organization
reviews change from September 2019

Verify the relevant structured data description, feature
availability, examples, data type definitions…

#structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/data-types/course#example
Check the JSON-LD examples to identify any mismatch  
or lack of availability with your own existing data

#structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/data-types/course#guidelines
… as well as specific
guidelines: Is it
feasible for you to
implement them by
complying with
these rules?

#structureddata at #smxeast by @aleyda from @oraintiSemrush sensor
vs
Check the share
of search results
that show the
desired type of
features in your
sector

#structureddata at #smxeast by @aleyda from @oraintisemrush
…
Verify the SERP features triggered in search results where
your own site and main competitors are shown

Identify the main
keywords and pages
triggering them, also
from your competitors.
Are these relevant for
you? Do you also have
this content already?

Verify yourself how
these pages are shown
in search results with
these features

Check potential SERP
features
opportunities
whenever you do a
keyword research too

#structureddata at #smxeast by @aleyda from @oraintihttps://www.searchenginejournal.com/google-structured-data/235109/
Since you likely have limited resources, it’s about  
focusing your efforts to keep it ROI positive

Prioritize those
structured data
that comply with
these
requirements to
maximize your
effort impact
WILL THEY
IMPACT RESULTS
OF RELEVANT
QUERIES W/ NON-
TRIVIAL SEARCH
VOLUME?
DON'T PRIORITIZE PRIORITIZE
NO
NO
IS IT FEASIBLE
FOR YOU TO
IMPLEMENT
FOLLOWING
GUIDELINES?
NO
NO
ARE THEY
RELEVANT TO
YOUR CONTENT
MEANING?
YES
YES
YES
YES
WILL THEY
IMPROVE HOW
YOUR RESULTS
ARE SHOWN IN
SERPS?

IMPLEMENT

#structureddata at #smxeast by @aleyda from @oraintihttps://codelabs.developers.google.com/codelabs/structured-data/index.html#0
Structured data
implementation
can be highly
facilitated by
guides like the
Google Codelabs
one…

#structureddata at #smxeast by @aleyda from @oraintihttps://technicalseo.com/tools/schema-markup-generator/
…or free JSON-
LD’s generators
like Merkle's, that
you can use to
establish patterns
to populate with
your data

#structureddata at #smxeast by @aleyda from @oraintihttps://www.rankranger.com/schema-markup-generator
… RankRanger’s
Free Generator
supports from
articles, to events,
FAQs, How-Tos, Job
Postings, Local
businesses,
products,
organizations,
recipes, videos and
Websites!

#structureddata at #smxeast by @aleyda from @oraintihttps://www.google.com/webmasters/markup-helper/
Or Google’s own Structured Data Markup Helper

If you use a CMS there are also plugins, like the
Schema & Structured Data for WP & AMP
https://wordpress.org/plugins/schema-and-structured-data-for-wp/

As well as enterprise level tools with further structured
data integration & support, like Schema App
https://www.schemaapp.com/

#structureddata at #smxeast by @aleyda from @oraintihttps://twitter.com/SimoAhava/status/1001397355403468802
Although not ideal,
you can use Google
Tag manager  
in case you can’t edit
your HTML too… just
be aware of changing
the snippet

#structureddata at #smxeast by @aleyda from @oraintihttps://saijogeorge.com/json-ld-schema-generator/tag-manager-fix/
Which can be also done by using this free tool 
from Saijo George

There's always a way to make it happen!

VALIDATE

When implementing
your structure data,
besides making sure
that you follow
technical guidelines, it’s
also critical to verify
you comply with
quality ones too
https://developers.google.com/search/docs/guides/sd-policies

There are general quality guidelines to be followed  
by any structured data type…
DON’T USE
STRUCTURED DATA
IN A MISLEADING
WAY, EG. NOT REAL
CONTENT ON YOUR
PAGE
THE CONTENT
SHOULD BE VISIBLE
TO USERS
DON'T MARKUP
CONTENT
PROMOTING HATE,
ILLEGAL OR
HARMFUL
ACTIVITIES
AVOID
LACK OF
CONSISTENCY
WHEN MARKING
UP LISTS VS.
INDIVIDUAL
ITEMS
USE THE MOST
SPECIFIC
APPLICABLE TYPES
AND PROPERTIES

… as well as specific of the structured data type you're
implementing

Go through the most
common structured data
errors to double verify
you don't fall into any
scenario
https://developers.google.com/search/docs/guides/prototype#common-sd-errors

Don’t do this…

Otherwise you can receive a manual action that will  
make your pages results to not being enhanced

#structureddata at #smxeast by @aleyda from @oraintihttps://search.google.com/test/rich-results
Verify your code complies with technical requirements to
generate rich results, before and after releasing

#structureddata at #smxeast by @aleyda from @oraintihttps://search.google.com/test/rich-results
Revise that you’re
adding all required
and ideally,
recommended
properties with
supported values.
Do it both with the
smartphone and
desktop
googlebots.

You can use Chrome extensions to easily verify  
your top pages after you publish
https://chrome.google.com/webstore/detail/structured-data-testing-t/kfdjeigpgagildmolfanniafmplnplpl?hl=en

As well as crawl your site w/ Screaming Frog that includes
structured data validation, to identify remaining issues
Screaming Frog

MONITOR

After releasing, use the “enhancements" search console
report to monitor valid types vs. errors and warnings
Google Search Console

Start fixing those errors affecting more and most
important pages and validate the fix when ready

You can follow-up with the validation process  
after submitting the issues too

Use SEO monitoring tools to extract relevant structured
data & be alerted when it's changed to fix it faster
Contentking & Little Warden

Avoid errors whenever your Web content or template is
changed, by establishing guidelines & validation rules

#structureddata at #smxeast by @aleyda from @oraintiGoogle Search Console
Follow-up with your site’s  
rich results/SERP features inclusion too

#structureddata at #smxeast by @aleyda from @oraintiRank ranger
Monitor the
pages and
queries
generating each
type of them
and their CTR
impact

#structureddata at #smxeast by @aleyda from @oraintiSeomonitor
Continuously identify further opportunities by analyzing
existing features on your targeted queries vs. competitors

It’s about helping
search engines to
better understand your
content while
improving your site
search results visibility
and engagement in a
cost-efficient way

Thank you! Questions?
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Person",
"familyName": "Solis",
"givenName": "Aleyda",
"worksFor": "https://www.aleydasolis.com/en/",
"jobTitle": "SEO Consultant",
"gender": "http://schema.org/Female",
"sameAs": ["https://twitter.com/aleyda","https://
www.linkedin.com/in/aleyda/","https://www.facebook.com/
aleydaseotips/","https://www.youtube.com/c/
crawlingmondaysbyaleyda","https://www.instagram.com/
crawlingmondays/"]
}
</script>

The Structured Data Toolbox for SEOs #SMXEast

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